In September 2023, INMA awarded 30 young professionals around the world with its fourth “30 Under 30” award as part of its Young Professionals Initiative. This is the 20th in a series of 30 features about the impressive rising media stars who are shaping our industry.

When Germán Salazar began working with Gannett, it didn’t take long for his supervisors to recognise they had a unique talent on their hands. Noting his maturity and design ability, they quickly made him a cornerstone of the product design team.

Germán was an integral part of the discovery work and design documentation that led to creating USA Today Sports+, a standalone sports subscription concept. In addition, he was part of a small team that conducted subscriber interviews and provided insights to help Gannett continue serving small local markets with digital products.

He also worked on Gannett’s award-winning Action Bar subscriber messaging module and is part of a team working on usability testing that will reshape Gannett’s content strategy.

While Germán is a master in design and qualitative research, his people skills are what have helped make him such a popular fixture within the company. He is passionate about design but always keeps in mind that readers — not revenue strategies and engagement metrics — are the reason he gets up and goes to work every day.

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